HANDBOOK OF ISLAMIC MARKETING

Book ID/图书代码： 04289514B75841

English Summary/英文概要： The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. The topics covered by eminent contributors from around the world range from fashion and food consumption practices of Muslims to retailing, digital marketing, advertising, corporate social responsibility, and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between morality, consumption and marketing practices and discuss the implications of politics and globalization for Islamic markets. This comprehensive Handbook provides an essential introduction to the newly emerging field of Islamic marketing. It is invaluable for researchers and students in international marketing who are interested in the intersection of Islam and marketing as well as those from anthropology and sociology studying Muslim consumers and businesses. The book also supplies vital knowledge for Muslim and non-Muslim business leaders generating commerce in Islamic communities.

Chinese Summary/中文概要： 《伊斯兰营销的手册》为伊斯兰、消费和营销提供了现金的理念，为未来的研究制定了计划。由来自世界各地的杰出撰稿人编写的主题多样，从穆斯林的时尚和实物消费到零售、数码市场、广告、企业社会责任和穆斯林市场背景下的国家品牌。论文对道德、消费和营销实践的关系提供了新的视角，讨论了政治的影响以及伊斯兰市场的全球化过程。这本全面的手册详细的介绍了伊斯兰营销的新兴领域。本书对于对伊斯兰教和营销感兴趣的研究人员和学生以及研究穆斯林消费者和企业的人类学和社会学研究人员来说是宝贵的。本书也为穆斯林和非穆斯林的在伊斯兰社区从事商业行为的商业领袖们给出了重要的知识。(LNL)

Awards/获奖情况：鉴于目前中东和北非的政治变革，本书出版的特别及时。Ozlem Sandikci和Gillian Rice感知到了手册的重要性，提醒营销人员注意穆斯林消费者提供的巨大商机。至关重要的是适应伊斯兰文化的价值观和原则，那样能在未来几年推动消费、产品和服务选择、品牌偏好和品牌忠诚度。为这本手册撰稿的学者们有着许多不同的背景，提供了万花筒般的研究和建议，即如何最好的服务占据世界市场四分之一而以前被忽视的消费者群体。----Lyn S.Amine，美国圣路易斯大学。

这是本雄心勃勃的、及时的书，对实践和研究穆斯林营销和品牌这一日益增长的领域的读者们来说，是非常宝贵的。文章非常熟练地穿插到关键领域（尤其是金融、食品和时尚）以及地区（如穆斯林聚居区和少数民族人口区）。作者精心提炼了穆斯林的经历、信仰和实践中的多样性，供寻求开发这片新认可的市场的营销专家借鉴。作者为营销人员提供了有用的建议，划清了微妙的当今跨国、全球化和穆斯林身份的当地形式的历史成见和实践中的关系。本书为研究并参与穆斯林品牌和营销的人提供了必要的指导。----Reina Lewis，英国伦敦时装学院。

’This is an especially timely publication, given the current metamorphosis of politics in the Middle East and North Africa. Ozlem Sandikci and Gillian Rice are to be congratulated for having sensed the need for a Handbook that will alert marketers to the vast market opportunities offered by Muslim consumers. It is essential to become attuned to the values and principles of Islamic cultures that will drive consumption, product and service choices, brand preference, and brand loyalty in coming years. The scholars who have contributed to this Handbook come from many different backgrounds to offer a kaleidoscope of research and recommendations on how best to serve this previously overlooked segment of consumers who make up a quarter of world markets.’ - Lyn S. Amine, Saint Louis University, US ’This ambitious and timely collection will be enormously valuable to readers in the practice and study of the growing field of Muslim marketing and branding. Essays range expertly across key sectors (notably finance, food, and fashion) and territories (of Muslim majority and minority population). Contributors elaborate the diversity of Muslim experiences, beliefs, and practices that must be taken into account by marketing professionals seeking to exploit this newly recognised market. Academic authors provide helpful postscripts for marketers, making clear the links between their nuanced historicised understanding of contemporary transnational, global, and local forms of Muslim identity and practice. This book provides an essential guide to those who study and those who participate in the Muslim branding and marketing.’ - Reina Lewis, London College of Fashion, UK

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